Giftly built a platform that avoided the hassle of individually dealing with merchants and point-of-sale systems. They came out with a native mobile app last fall that made it easier to send presents to friends and family.

The company’s platform didn’t put any limitations on what kinds of presents you could send because the company had a web of relationships with banks and credit card processors. When a recipient would go to redeem their gift, they would pay out of their own pocket, but Giftly would reimburse them that amount through their credit card.

GiftCards.com said Giftly will be rolled into their operations, but will maintain offices in San Francisco.

“We will continue to build out Giftly,” said Giftly’s CEO Timothy Bentley. “Our backend infrastructure will be used for their next generation products. We’ll continue to expand
the ways our technology and services are available to developers, through our API, and merchants, through our merchant services.”

The company is also looking to raise a first venture round, even though it’s been around for more than 10 years. That round will go toward completing the acquisition of Giftly. GiftCards.com has been around since 1999; they sell personalized, pre-designed and discount gift cards.